Ryanair Strategic Positioning Essay Example

Ryanair Strategic Positioning Essay Example

… When Rollerblades were introduced to the public in the mid-80’s, the goals were simple—to make money. Two Minnesota brothers had created the in-line skates as a tool for practicing hockey in the off-season. Later that year, they created the company that would be known as Rollerblade. Their strategic marketing efforts were focused on positioning the in-line skates as a new sport, with grass roots marketing in Miami Beach, FL, Minneapolis, MN, and Venice Beach, CA. As the company grew, direct sales were eliminated as Rollerblade sought distribution through sporting goods retailers. They then expanded the market further through in-line skating events and competitions. Traditional marketing tactics and aggressive public relations plans drove sales even further. Today, their marketing goals include skate-in-school PE programs for school, charitable sponsorships, event (marathons, etc.) sponsorships, web site resources and support, etc.
Rollerblade should use these broad goals to create several new marketing programs. One program would market to parents, with their line of in-line skates that adjust to children’s ever growing shoe sizes. Another program would be to market the benefits of using in-line skates as part of an exercise program. (Healthy …

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